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How to use animated gifs in your email marketing

3 examples featuring the Internet's favorite file type

Animated gifs pervade my RSS reader, make up 98.7 percent of every BuzzFeed list, and have become currency in Emma's group chat rooms (we promise we chat about real work, too). These meme-style gifs are often crude in quality and are designed to grab your attention – even if that means being crude in their content, too. 

Then there's email. My inbox is the one place I consistently see animated gifs that are, well, classy. Thoughtful, eye-catching animation in email can compliment a marketing message rather than distract from it.

Why not give it a try? Here are three ways you can use animated gifs to make your next email campaign pop.

Tell a story

When Los Angeles lighting and furniture designer Paul Marra moved his showroom to a new location, he used Emma to get the word out to his clients. The animated gif tells the whole story, from the trail on the map to the "We've moved!" banner to the new address listing. It's lighthearted, stylish and inviting.


Draw attention to the most important thing 

Emma customer method does email promotions so well. I love the way they use coordinating color in product placement and text styles and use white space to create that airy feeling in every email. In this email, they've used an animated gif to draw focus on their 20% off promotion. It's subtle and completely in line with their aesthetic, but it does the job.

get the loo crewproduct image: method bathroom cleaning kit

20% off until July 31


Show multiple products

If you're an online retailer, animated gifs can change the way email subscribers engage with your product. Consider this example from Emma customer Birds Barbershop: Isn't this animated image a million times more compelling than a static grid of hair products?  


Are you using animated gifs in your email marketing? Share a link to your email so we can see!